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Experiential Marketing and Swadeshi Movement in India

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Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

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Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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The Importance of a Strong Brand Identity

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There was once a time when the quality of a company’s product was all that mattered. As long as the goods were of sufficiently high quality and reasonably priced, success was almost assured, and few people gave much thought to the company behind the endeavor.

However, today’s digitally connected, and always-online world makes it far easier for potential buyers to compare products from different companies around the world, all in the blink of an eye. As a result, there simply isn’t time for any message about the superior quality of your products to sink in. You need to grab people’s attention right from the outset. The best way to achieve this is to have a strong brand identity.

The Brand Comes First

Competition has never been harder so a key element of ensuring future success it to make your products stand out from the crowd. Creating a brand identity that attracts and excites potential customers will help them engage with your site and make them far more likely to purchase your products or services.

Ultimately, you are selling your brand first and your products and services afterward. Apple and Google are two mainstream examples of how successful such a strategy can be. The power of their individual brands is so great that anything they launch or create will immediately be adopted by a significant proportion of their users.

Adopt the Customer POV

Think about the way you want your customers to see your company and use this as a basis for building your brand identity. This exercise can also be of assistance when it comes to thinking about the core values of your business and what it is that sets you apart from the competition.

Today’s consumers expect rewarding experiences in all elements of their digital lives and your branding should reflect that during every step of their online shopping experience. While platforms such as BigCommerce offer a high level of user experience, these can be further enhanced by working with web development partners such as Eventige.com who can create a more precise UX-focused brand experience for your online store.

Customers also expect far greater levels of transparency and accountability than in the past so ensure that yourself and members of your team are front and center in your branding. Use social media to allow current and potential customers to get to know a little about you. The more they can relate to you, the more likely they are to make a purchase.

Leverage Loyalty

Although your ultimate goal is to see your business succeed and your profits rise, your brand image is there to build relationships, not generate transactions. A single sale is a great achievement but turning a buyer into a regular customer is a far more successful long-term strategy.

Ideally, you want your company to be the first one that comes to mind when a customer needs a particular product or service. Combining this level of loyalty with superior customer service experiences can help promote your brand even further as such customers are likely to post and comment on social media about their happy interactions.

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6 Services That Startup Owners Should Outsource to Ensure Efficiency

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In the game of entrepreneurship, time and money are important factors that will determine how the business will perform in the long-term. Every startup owner knows the importance of capturing a bigger market so that cash flow will be abundant. But when it comes to time, you can free some of it be ensuring all the processes are efficient.

Outsourcing is a great way of making sure that you are spending time and energy on tasks that matter most to the growth of the business. This doesn’t mean that there are tasks that are less important in a business; it only implies that you should focus on what will help the business move to the next level. There are several services that you can outsource and accelerate the rate of business growth.

Big data and related analytics

We are living in the information age and this has given rise to a generation that lives online. as a response, businesses have to incorporate digital strategies into the business plan.

As such, it’s important to use reputable cloud-based tools that are efficient in data collection. This will help in identification of stumbling blocks to productivity. If the tools are not standard, the data can be misleading since the conclusions will be drawn from erratic data.

For instance, you can collect data about conversion rates, revenues per converted customer to get an educated conclusion on the effectiveness of your marketing campaigns. In addition, you can see which content is popular with the audience as well as how the landing pages are performing.

Data collection on its own is insufficient. If you intend to get a clear picture of the business performance; you have to run a comprehensive analysis. When you outsource this task, it’s possible to get a detailed report that reflects the situation of your business. When you have the reports, it’s easy to make decisions that are informed by the data and make the necessary adjustments.

Content marketing

In content marketing, you are aiming at educating the audience without pushing them to buy your products. Besides lead generation, it will also nurture good relationships with your audience. When the business is young and you don’t have a digital content manager, you can outsource.

While some people will work on creating, recreating and posting the content, the effort may be counterproductive on other management tasks. In fact, most marketers prefer outsourcing a large percentage of the content.

If you are just getting started, you can get a freelancer to handle content creation for your startup. Alternatively, you can get a content agency to manage the content.

Bookkeeping

According to a scientific research from APA, multitasking can make your productivity to drop by up to 40%. This means that you will take a longer time to complete the tasks and the level of stress will be quite high.

Finances are a critical aspect of a startup and the last thing you want is making an expensive mistake when managing the accounts. When you outsource this task, you will be getting an experienced team working on the most important factor of your business.

There are many angles involved in managing business finances. For instance, if you used a loan to start the business it has to be factored into the budget to make sure you are in good relations with creditors. In addition, when you intend to take an additional business line of credit or installment realistic loans to help you smooth out the irregular cash flow, it’s important that an expert incorporate the same in the financial plan.

Payroll management

There are many regulations and laws that revolve around the payroll and it’s wise to have it done by an expert. Since this involves lots of tiny bits here and there, making a mistake can attract tax audits which are both expensive and risky.

Every year, small businesses are penalized billions of dollars for making improper fillings and omissions. You don’t have to employ a permanent accountant to handle the payroll because you can get the services from a contractor. By doing this, you will free up precious time while you make sure that no mistakes will occur during the process.

Human resource management

It’s an open secret that a good human resources department is critical to the success of any company. Nevertheless, when a startup is young there are budget constraints making it almost impossible to have an in-house department.

There are numerous outsourcing organizations that specialized in offering human resource service to companies. You can save your time and funds by having an agency perform tasks like recruiting, capacity development and hiring of specialized personnel.

Basically, contracting an independent firm to manage recruiting and hiring of personnel can be rewarding if you don’t have sufficient experience in the area.

Cybersecurity

Vendors selling IT products and services will always assure you the safety of your data, but as a business owner, you should know better and get some additional cybersecurity. In fact, it’s wiser to outsource a cyber-security service as opposed to completely relying on the word of an IT vendor. The truth is that no company however good can give a 100% guarantee on data safety.

Basically, an IT vendor is not a qualified cyber-security professional and they specialize in selling the services. Every time they tell you that all your data is perfectly secure, please remember that most of the IT networks in use today have security features which are more of an afterthought.

The main job of a cyber-security expert is to stay in constant anticipation of looming threats and developing the necessary measure to mitigate the situation. However, some IT products sold to businesses come with great security features but you should also have a cyber-security expert to give you a better layer of protection.

Conclusion

When your team is busy juggling between securing business funds, accounting, marketing, and human resource management, other important tasks may suffer. In fact, some entrepreneurs think that multi-tasking can reduce the ability to create a great product on time. Therefore, you can outsource some tasks and dedicate your time and energy on growth facilitation.

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Starting Your Green Construction Business: Simple Guide

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solar panel

According to some analysts, the construction industry is booming. If you look beyond the developed world, you can see extraordinary growth rates. Developing countries, however, due to the increased industrialization of recent decades, are now facing environmental challenges, and are looking for greener construction solutions. If you are thinking about starting a company related to building and construction, you will need to think about the future trends, and make sure your company complies with current and future regulations. You will be responsible for training and policies, so it is important that you pay attention to every detail. Below you will find a few tips on starting your green construction business.

Study the Current Policies and Regulations

When starting a green construction business, you will need to thoroughly study the regulations that apply to your industry, your state, and your company structure. Different local governments might already have green policies and initiatives that will give you an advantage. On the other hand, you want to make sure that your new business will be able to meet the industry requirements when it comes to training, health and safety. Check out the requirements of the American Safety Council OSHA card to find out which qualifications your workers will need before you would create your company structure.

Invest in Technology

Green technology is constantly developing, and chances are that there are several companies on the market offering different solutions. If you would like to beat the competition, you might need to develop your own materials and work processes. If you are able to team up with engineers who are familiar with the latest trends and can spot opportunities, you can offer something unique for your business partners.

Recruit the Right People

It is also important that you find the right people for each job. Look for individuals who have similar values and visions, and embrace green ideas in the construction business. There is no way you can change the mindset of people, so it might be a good idea to provide your own training and recruit newly qualified talent, instead of workers who are already used to using traditional materials, approaches, and technologies. Your main assets will be your people, so you need to design your talent pool to meet the expectations of your customers and the needs of your company.

Develop Research Partnerships

If you don’t have the right people to research future technologies and new materials, you might decide to enter a partnership with your local college or university. If you invest in their research projects and work with them, you can take advantage of groundbreaking inventions that will help your business prosper while providing students with an opportunity to explore different opportunities to make future buildings more efficient and greener. No matter if you would like to develop your own materials or reduce the carbon footprint of your operations, you can find partners if you contact local educational institutions.

Create a Strategic Plan

No business can survive without a sound strategy. As a green construction business, you will need to integrate efficiency and carbon footprint reduction in every part of your strategic business plan. Consult with a professional advisor, and study various national and local policies that can give you ideas on creating your own competitive plan to turn future buildings greener. Check out the European green initiatives that are leading the way for the rest of the world.

Green Policies

When building a green organization, it is important that you adopt green policies in your company. From providing your staff with training on how to save energy and look after the environment, reduce waste, dispose of toxic materials, to targets and process manuals, there are several ways you can get your workers to jump on board and embrace your ideas.

Measurable Goals

With every business strategy, you need to develop measurable goals. You cannot simply say that you would like to reduce your company’s use of water and other natural resources: you must state by when and by how much. This will help you create targets for each worker and team, and meet the expectations of your market and your industry.

Design a Green Supply Chain

In the construction industry, it is important that you make your supply chain efficient. When you want to make your supply chain greener, it is even more important. From choosing the right suppliers to make sure that your materials are not traveling more than necessary, and you are focusing on waste reduction, to educating your workers on green and efficient practices, there are several ways you can design a supply chain that is not only good for the environment, but also for your financial budget.

Government Collaboration

When experimenting with new materials and production methods, it is important that you build strong links with government organizations, so you can be aware of the future policies and trends that will shape your industry. You can join an industry organization, and find out about the new policies and government targets as soon as possible, so you can tailor your strategy to the future policy developments.

Create a Shared Vision

When creating an innovative green construction business model, it is important that you effectively communicate your vision and mission with all stakeholders. Make sure that you are on the same page, and your suppliers, business partners, and customers are fully aware of your company’s policies and initiatives. Engage with your stakeholders by communicating your company’s plans and strategies to create more efficient buildings that serve communities better.

Some experts say that green supply chains and construction models are the future, and innovation can help organizations achieve their goals while reducing their cost and carbon footprint. If you are committed to environmental goals and would like your business model to reflect your values, you will need to build positive relationships with government organizations, employees, customers, and research facilities, so you can achieve your goals faster. An efficient business and a green supply chain can also provide you with a competitive advantage on the market.

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